議程設(shè)置

前言

媒介是神奇的，社會(huì)也是神奇的，媒介與社會(huì)的耦合生產(chǎn)出無限的神奇。從涂爾干的《宗教生活的基本形式》關(guān)于“社會(huì)”與喚起社會(huì)意識(shí)的符號(hào)與儀式共生的理論來看，媒介使社會(huì)顯得神奇的過程也造就了自身的神奇。人類在現(xiàn)代大眾傳播成為現(xiàn)實(shí)之前對(duì)于“神奇”的感知是經(jīng)由巫師及其巫術(shù)的轉(zhuǎn)化來實(shí)現(xiàn)的。澳洲土著在圖騰舞蹈的狂熱中感受到超個(gè)人的社會(huì)力量的存在。滿身披掛的薩滿用舞蹈和神歌請(qǐng)靈降神，讓已經(jīng)消逝的顯露原形，讓凡人通常不可見的顯現(xiàn)真身，讓千山萬水之遙的即刻大駕光臨。借助巫術(shù)，時(shí)間和空間的障礙可以暫時(shí)克服，過去的、未來的都可以在現(xiàn)實(shí)中出現(xiàn)，墓室中的、仙山上的都可以召喚到面前。這些神奇經(jīng)驗(yàn)在現(xiàn)當(dāng)代越來越徹底地被大眾媒介所造就，電視、網(wǎng)絡(luò)等圖像傳輸技術(shù)在其中發(fā)揮著關(guān)鍵作用。大人物像變戲法一樣總跑到百姓居室內(nèi)高談闊論，歷史的亡靈在熒屏上招之即來，揮之即去。媒介使常人具有千里眼、順風(fēng)耳，看見那原本遙不可見的，聽清那從前根本就聽不到的。媒介是神奇的，它在社會(huì)中的運(yùn)行有如巫術(shù)。幾百年的現(xiàn)代化對(duì)世界“祛魅”，結(jié)果我們看到人類社會(huì)所集聚的全部的“魅”都匯聚于媒介，并被媒介無限放大。長(zhǎng)期耳濡目染，媒介的神奇人們已經(jīng)習(xí)以為常了，就像前現(xiàn)代的人對(duì)巫術(shù)習(xí)以為常一樣。但是，這個(gè)過程一直都是知識(shí)界探討的課題?，F(xiàn)代大眾媒介的各種新形式從一開始出現(xiàn)的時(shí)候就會(huì)被知識(shí)界作為新事物加以關(guān)注。從較早的照相、無線電廣播到電影、電視，再到近年的新媒介傳播，關(guān)于大眾傳媒研究、文化研究、虛擬社會(huì)研究的知識(shí)生產(chǎn)就一直緊隨媒介發(fā)展的步伐。媒介研究在發(fā)達(dá)國家已經(jīng)形成龐大的群體和細(xì)密的分工，這個(gè)群體既能夠追逐傳播領(lǐng)域的新事物，也能夠通過專業(yè)的眼光讓人們習(xí)以為常的許多方面顯出怪異來，從而引發(fā)眾人的注意和分析的興趣。我們國內(nèi)的媒介研究在這兩個(gè)方向上都需要培育自己的能力。依靠現(xiàn)代大眾媒介運(yùn)行的社會(huì)是一種機(jī)制極其不同的社會(huì)，中國社會(huì)正在越來越深地涉入其中。

內(nèi)容概要

在關(guān)于影響力的學(xué)術(shù)圖譜中，大眾傳播的議程設(shè)置理論是最著名、記錄最完備的成員之一，這也是本書的主題。很少有理論剛誕生就羽翼豐滿。它們通常始自一種簡(jiǎn)明扼要的洞見，然后經(jīng)由許多人的多年探索才逐漸清晰起來。議程設(shè)置理論的形成正是這種情形。這個(gè)理論始自一個(gè)簡(jiǎn)單的假設(shè)，它描述人眾傳播如何影響公眾對(duì)社會(huì)與政治議題的關(guān)注。由此，這個(gè)理論逐漸擴(kuò)展，并融入許多新的命題，如關(guān)于產(chǎn)生這些效果的偶發(fā)條件、塑造媒介議程的力量、媒介信息中具體因素的影響以及這個(gè)議程設(shè)置過程的各種結(jié)果。這樣，議程設(shè)置理論成為關(guān)于大眾媒介議程及其效果的一張?jiān)敿?xì)圖譜。

作者簡(jiǎn)介

作者：(美國)馬克斯韋爾·麥庫姆斯(Maxwell Mccombs)

書籍目錄

List of BoxesPreface1 Influencing Public Opinion2 Reality and the News3 How Agenda-Setting Works4 Why Agenda-Setting Occurs5 The Pictures in our Heads6 Attribute Agenda-Setting and Framing7 Shaping the Media Agenda8 Consequences of Agenda-Setting9 Mass Communication and SocietyEpilogueNotesIndex

章節(jié)摘錄

插圖：An intensive look at an entire presidential election year followed in 1976 and again highlighted variations in the agenda-setting influence of the news media during different seasons of the year. 13 To capture these variations, panels of voters were interviewed nine times from February through December in three very different settings: Lebanon, New Hampshire, a small town in the state where the first presidential primary to select the Democrat and Republican candidates for president is held each election year; Indianapolis, Indiana, a typical mid-sized American city; and Evanston, Illinois, a largely upscale suburb of Chicago. Simultaneously, the election coverage of the three national television networks and the local newspapers in these three sites was content analysed.In all three communities the agenda-setting influence of both television and newspapers was greatest during the spring primaries, when voters were just beginning to tune in to the presidential campaign. A declining trend of media influence on the public agenda during the remainder of the year was particularly clear for the salience of seven relatively remote issues - foreign affairs, government credibility, crime, social problems, environment and energy, government spending and size, and race relations. The salience of more personal matters, such as economic issues, remained high for voters through- out the campaign regardless of their treatment by newspapers and television. Personal experience can be a more powerful teacher than the mass media when issues have a direct impact on people's lives.

編輯推薦

《議程設(shè)置:大眾媒介與輿論(影印版)》：未名社科·媒介與社會(huì)叢書。

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